<![CDATA[This study aimed to analyze the influence of Influencer Marketing, Digital Marketing, and Brand Image on consumers' Purchase Intention at Royal Seblak Cikandang. The increasingly competitive culinary business requires business owners to implement effective marketing strategies to enhance consumers' purchase intention. This study employed a quantitative approach using a survey method. The population consisted of all consumers of Royal Seblak Cikandang, while the sample comprised 234 respondents selected using the accidental sampling technique. Data were collected through a questionnaire using a five-point Likert scale. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial hypothesis testing (t-test), simultaneous hypothesis testing (F-test), and the coefficient of determination (R²) with the assistance of IBM SPSS Statistics. The results indicated that, partially, Influencer Marketing had a positive and significant effect on consumers' purchase intention, with a t-value of 10.975, which was greater than the t-table value of 1.970, and a significance value of 0.000 < 0.05. Digital Marketing also had a positive and significant effect on consumers' purchase intention, with a t-value of 12.201 > 1.970 and a significance value of 0.000 < 0.05. Furthermore, Brand Image had a positive and significant effect on consumers' purchase intention, with a t-value of 10.970 > 1.970 and a significance value of 0.000 < 0.05. Simultaneously, Influencer Marketing, Digital Marketing, and Brand Image had a positive and significant effect on consumers' purchase intention, with an F-value of 130.544, which was greater than the F-table value of 2.643, and a significance value of 0.000 < 0.05.]]>
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